The crisis phenomena in the economy are forcing owners and top managers of companies to adopt an anti-crisis package of actions and, first and foremost, to cut the cost items of the business. Unfortunately, it is the marketing departments that are the first to be cut. 

The problem has two aspects:

 

1. For the head of an enterprise, the concept of the "marketing department" is identical to the concept of the "advertising department".

2. The marketing managers themselves associate their profession with the "development" of the advertising budgets of the enterprise.

In our opinion, the reasons for this situation are low marketing culture of the business community and poor professional training of marketers. 

Certification is a determination of qualification suitability marketers by passing the qualifying examination on knowledge of the International Code of ICC/ESOMAR, quality standards of marketing research UAM, to confirm the practical skills in the field of marketing activities. 

 

A two-level certification system is proposed: 

 

1. basic level for students and recent university graduates. 

Examinations at this level confirm qualification according to the following job functions:

marketing manager;

marketing research manager;

advertising manager.

 

2. Management level for professionals with work experience. 

The structure of the examination ticket contains a block of theoretical questions and a practical task, which is defended by the applicant in front of the examination board. Heads of marketing agencies and marketing services of leading enterprises, heads of regional organizations, leading researchers and teachers of marketing are involved to work in the examination board. 

After successful completion of the qualification exam, the applicant receives a certificate of the established form. 

The certification program will allow specialists to obtain the qualification status which meets the high requirements of the profession, to position themselves in the labour market, and the heads of enterprises to get confirmation of the knowledge and abilities of their employees. 

The certification of students will provide a more independent and objective assessment of knowledge and, in turn, will help them qualify for interesting and eventually well-paid jobs. 

In conclusion, this certification system will be successful with the full support of business and the recognition of the certificate as a document confirming the high level of training of a marketing specialist.